The Uneven Aging of America

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In October, Ad Age began a yearlong look at the American Consumer. Working with Esri and the Patchwork Nation, we are tracking 11 households in 11 representative counties to examine the impact of demographic and economic change on consumer behavior.

America's population is aging as 10,000 members of the enormous Baby Boomer cohort turn 65 each day. But where that aging is taking place varies widely by geography. The map below shows the change in the senior population between 2000 and 2010 for each county.